Brand Image as a Mediator of the Effect of Product Quality and Social Media Marketing on Consumer Purchasing Decisions in Endek MSMEs

Komang Adi Gunawan; Ni Luh Wayan Sayang Telagawathi; Ni Made Ary Widiastini

doi:10.18860/mec-j.v10i1.36863

Brand Image as a Mediator of the Effect of Product Quality and Social Media Marketing on Consumer Purchasing Decisions in Endek MSMEs

Komang Adi Gunawan, Ni Luh Wayan Sayang Telagawathi, Ni Made Ary Widiastini

Abstract

Digitalization has reshaped consumer behavior, yet prior studies show inconsistent evidence on whether brand image mediates the effects of social media marketing and product quality on purchasing decisions. This study examines these relationships in Endek MSMEs in Seririt District using a quantitative approach with SEM-PLS on 100 respondents. The results show that social media marketing and product quality significantly affect purchasing decisions, both directly and through brand image, which also exerts a strong independent influence. The study clarifies previous mediation inconsistencies and contributes practical insights for strengthening MSME competitiveness through improved digital marketing and product quality.

Keywords

Brand Image; Product Quality; Purchase Decision; Social Media Marketing

References

Ago, G., Mardiah, A., Suarmanayasa, I. N., & Anwar, A. (2025). Development of Micro, Small, and Medium Enterprises (MSMEs) as an Effort for Economic Recovery Post-COVID-19 Pandemic. International Journal of Economics, 4(1), 2961–712. https://doi.org/10.55299/ijec.v4i1.920

Ali Abbasi, G., Abdul Rahim, N. F., Wu, H., Iranmanesh, M., & Keong, B. N. C. (2022). Determinants of SME’s Social Media Marketing Adoption: Competitive Industry as a Moderator. SAGE Open, 12(1). https://doi.org/10.1177/21582440211067220

Arraya, M. (2024). Distinctive capabilities system in MSME’s business model adaptation: evidence of the moderating and mediating effect of adaptive capability. Central European Management Journal. https://doi.org/10.1108/CEMJ-11-2023-0438

Atnawati, I. A. D., & Widiastini, N. M. A. (2021). Pengaruh Harga dan Inovasi Produk serta Gaya Hidup terhadap Keputusan Pembelian Kain Endek di Pasar Semarapura. Bisma: Jurnal Manajemen, 7(1), 97. https://doi.org/10.23887/bjm.v7i1.29522

Bo, L., Chen, Y., & Yang, X. (2023). The Impact of Contradictory Online Reviews on Consumer Online Purchase Decision: Experimental Evidence From China. SAGE Open, 13(2). https://doi.org/10.1177/21582440231180107

Chintya, P. K. A., & Sukaatmadja, I. P. G. (2024). Peran Citra Merek Memediasi Pengaruh Kualitas Produk dan Kualitas Pelayanan terhadap Keputusan Pembelian. E-Jurnal Ekonomi Dan Bisnis Universitas Udayana, 13(5). https://ojs.unud.ac.id/index.php/EEB/

Dissanayaka, N. (2021). Impact of celebrity endorsement on consumer buying behavior of “Elephant house Cream Soda.” SSRN Electronic Journal, 1–11. https://doi.org/10.2139/ssrn.3855760

Fauzi, M. A., Hanafiah, M. H., & Kunjuraman, V. (2024). Tourists’ intention to visit green hotels: building on the theory of planned behaviour and the value-belief-norm theory. Journal of Tourism Futures, 10(2), 255–276. https://doi.org/10.1108/JTF-01-2022-0008

Ghozali, I. (2018). Structural Equation Modeling: Metode Alternatif dengan Partial Least Square (PLS) (Edisi 2). Universitas Diponegoro.

Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. In European Business Review, 26(2), 106–121. Emerald Group Publishing Ltd. https://doi.org/10.1108/EBR-10-2013-0128

Handayani, H. (2023). Implementasi Sosial Media Influencer terhadap Minat Beli Konsumen: Pendekatan Digital Marketing. Jesya, 6(1), 918–930. https://doi.org/10.36778/jesya.v6i1.1023

Ketchen, D. J. (2013). A Primer on Partial Least Squares Structural Equation Modeling. Long Range Planning, 46(1–2), 184–185. https://doi.org/10.1016/j.lrp.2013.01.002

Khairunnisa, G., & Suwena, K. R. (2023). Pengaruh Citra Merek dan Kualitas Produk Terhadap Keputusan Pembelian Handphone Merek Vivo di Sarijaya Cellular. Ekuitas: Jurnal Pendidikan Ekonomi, 11(1), 19–26. https://doi.org/10.23887/ekuitas.v11i1.62155

Khan, M. R., Khan, N. R., Kumar, V. V. R., Bhatt, V. K., & Malik, F. (2022). Customer-Defined Market Orientation, Brand Image and Customer Satisfaction: A Mediation Approach. SAGE Open, 12(4). https://doi.org/10.1177/21582440221141860

Kotler, P., & Keller, K. L. (2018). Marketing Management. 15th ed. Pearson Education, Inc.

Krisnandiva, R. A., Nurhayati, P., & Yuliati, L. N. (2024). The Influence of Social Media Marketing on Purchase Decision through Brand Image and Brand Trust on Larutan Penyegar Cap Badak. ASEAN Marketing Journal, 16(1). https://doi.org/10.7454/amj.v16i1.1245

Kristina, T., & Sugiarto, C. (2020). The role of trust mediates in the influence of social media marketing and Electronic Word-of-Mouth on purchase intention. Management and Entrepreneurship: Trends of Development, 4(14), 102–113. https://doi.org/10.26661/2522-1566/2020-4/14-08

Kumar, J., Rani, V., Rani, M., & Rani, G. (2025). Digital transformation in small and medium-sized enterprises: key insights for entrepreneurs and policymakers to cultivate a future-ready business. Digital Transformation and Society, 1–18. https://doi.org/10.1108/DTS-10-2024-0192

Kurniawan, P. D., Suwena, K. R., & Irwansyah, M. R. (2025). Digital Innovation for Economic Growth: An Evaluation of the PAN-G Denbukit Program in Increasing Regional Original Revenue in Buleleng. International Journal of Economics Development Research, 6(3), 2025–1236. https://doi.org/10.37385/ijedr.v6i3.7598

Kyal, H., Mandal, A., Kujur, F., & Guha, S. (2022). Individual entrepreneurial orientation on MSME’s performance: the mediating effect of employee motivation and the moderating effect of government intervention. IIM Ranchi Journal of Management Studies, 1(1), 21–37. https://doi.org/10.1108/irjms-07-2021-0041

Laura, N., & Siringo Ringo, S. N. (2017). Pengaruh Kualitas Produk Dan Keunggulan Bersaing Terhadap Keputusan Pembelian Dengan Citra Merek Sebagai Variabel Intervening. Journal of Management and Business Review, 14(2), 258–284. https://doi.org/10.34149/jmbr.v14i2.100

Liadeli, G., Sotgiu, F., & Verlegh, P. W. J. (2023). A Meta-Analysis of the Effects of Brands’ Owned Social Media on Social Media Engagement and Sales. Journal of Marketing, 87(3), 406–427. https://doi.org/10.1177/00222429221123250

Lupindo, & Mongezi. (2024). Millennials’ Attitudes Towards Organic Personal Care Products in South Africa. 29(3), 271–291. https://doi.org/10.1108/EJMS-01-2024-0001

Macheka, T., Quaye, E. S., & Ligaraba, N. (2024). The effect of online customer reviews and celebrity endorsement on young female consumers’ purchase intentions. Young Consumers, 25(4), 462–482. https://doi.org/10.1108/YC-05-2023-1749

Mohan, R. (2025). Influence of celebrity endorsements in advertisements on the purchasing intentions among higher. https://doi.org/10.1108/IIMTJM-04-2024-0044

Mukuan, A. L., Moniharapon, S., & Poluan, J. G. (2023). Pengaruh Aktivitas Social Media Marketing Instagram, Electronic Word of Mouth, Dan Food Quality Terhadap Keputusan Pembelian Produk Mozzaoc Di Kota Manado. Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 11(1), 193–203. https://doi.org/10.35794/emba.v11i1.45563

Murdani, K. M., & Merta, I. K. M. (2023). Effect Brand Image Dan Social Media Marketing Terhadap Purchase Intention Umkm Kain Endek Gianyar Bali. Jurnal Ilmiah Satyagraha, 6(1), 100–124. https://doi.org/10.47532/jis.v6i1.679

Narayana, K. G. S., & Rahanatha, G. B. (2020a). Peran Brand Image Memediasi Social Media Marketing. E-Jurnal Manajemen Universitas Udayana, 9(5), 1962–1982. https://doi.org/10.24843/EJMUNUD.2020.v09.i05.p16

Ndiata, F. K., Masood, T., & Mehnen, J. (2025). Enabling digital transformation in food manufacturing small and medium enterprises: key drivers, barriers and strategic frameworks. Journal of Innovative Digital Transformation, 2(3), 233–251. https://doi.org/10.1108/JIDT-02-2025-0008

Oteh, O. U., Oloveze, A. O., Emeruem, O. L., & Ahaiwe, E. O. (2023). Celebrity endorsement in African context: TEARS model approach. Revista de Gestao, 30(4), 334–347. https://doi.org/10.1108/REGE-07-2021-0110

Parris, D. L., & Guzmán, F. (2023). Evolving brand boundaries and expectations: looking back on brand equity, brand loyalty, and brand image research to move forward. Journal of Product and Brand Management, 32(2), 191–234. https://doi.org/10.1108/JPBM-06-2021-3528

Pranata, I. P. Y., & Telagawathi, N. L. W. S. (2021). Pengaruh Harga dan Kualitas Produk Terhadap Keputusan Pembelian Sepatu Futsal Nike di Toko Venus Singaraja. Ekuitas: Jurnal Pendidikan Ekonomi, 9(2), 254. https://doi.org/10.23887/ekuitas.v9i2.32482

Pratama, N., Lukitaningsih, A., & Fadhilah, M. (2024). Brand Image and Social Media Marketing on Purchase Decisions: The Mediating Role of Purchase Intention. Innovative Marketing, Volume 5(6(6), 1–15. https://doi.org/10.37385/ijedr.v4i6.6823

Rafiki, A., Hidayat, S. E., & Nasution, M. D. T. P. (2023). An extensive effect of religiosity on the purchasing decisions of halal products. PSU Research Review, 8(3), 898–919. https://doi.org/10.1108/PRR-07-2022-0093

Rauliansyah, F., & Sampurna, D. S. (2018). The Influence Of Product Quality, Price, And Brand Image On Motorcycle Purchase Decisions (A Case Study On Yamaha Motorcycle Customers At The Johar Baru Dealer Jakarta Center). Journal of Business and Entrepreneurship, 7(1), 40–50. http://repository.stei.ac.id/2727/1/21150000156_Artikel%20Inggris_2020.pdf

Richadinata, K. R. P., & Wirajaya, M. K. M. (2022). Pengaruh Sosial Media Marketing Instagram Terhadap Keputusan Pembelian Produk Kuliner Saat Pandemi Covid-19 Di Kota Denpasar. E-Jurnal Ekonomi Dan Bisnis Universitas Udayana, 11(08), 879. https://doi.org/10.24843/eeb.2022.v11.i08.p01

Siraj, A., Zhu, Y., Taneja, S., Ali, E., Guo, J., & Chen, X. (2024a). Executing marketing through a gender lens: a consumer purchase decision-making study in an emerging economy. Arab Gulf Journal of Scientific Research. https://doi.org/10.1108/AGJSR-02-2023-0064

Sudiatmaka, K., Ketut, N., Adnyani, S., Ayu, G., Hadi, A., Putu, N., & Parwati, E. (2023). Menelisik Potensi Komoditi Lokal Tenun Ikat Endek Dan Songket Klungkung Sebagai Wujud Pelestarian Aset Daerah Guna Menunjang Pemenuhan Kesejahteraan Masyarakat Pengerajin Tenun. 8(November), 2986–4615. https://conference.undiksha.ac.id/senadimas/2023/prosiding/

Szymkowiak, A., & Antoniak, M. A. (2024). Eco-endorsement dynamics: unraveling the influence of celebrity attitudes on eco-product perceptions and purchase decisions. International Journal of Wine Business Research, 36(3), 453–472. https://doi.org/10.1108/IJWBR-11-2023-0068

Telagawathi, N. L. W. S., Suci, N. M., & Heryanda, K. K. (2022). Digital Transformation Strategy for Handicraft SMEs during the Covid-19 Pandemic in Gianyar Regency, Bali. International Journal of Social Science and Business, 6(1), 47–52. https://doi.org/10.23887/ijssb.v6i1.36190

Telagawathi, N. L. W. S., Yasa, N. N. K., Giantari, I. G. K. A., & Ekawati, N. W. (2022). The role of innovation strategies in mediating covid-19 perceptions and entrepreneurship orientation on Endek weaving craft business performance. Uncertain Supply Chain Management, 10(3), 913–922. https://doi.org/10.5267/j.uscm.2022.3.003

Trisnawijayanthi, A. A. I. A. P., & Ketut Warmika, I. G. (2024). Peran Mediasi Brand Image Pada Pengaruh Kualitas Produk Terhadap Keputusan Pembelian. E-Jurnal Ekonomi Dan Bisnis Universitas Udayana, 13(6), 1114. https://doi.org/10.24843/eeb.2024.v13.i06.p05

Tsemach, R., & Aharon, A. A. (2025). Decision-making process regarding passive euthanasia: Theory of planned behavior framework. Nursing Ethics, 32(2), 399–411. https://doi.org/10.1177/09697330241238346

Utama, K. S. W. T., & Suarmanayasa, I. N. (2023). Pengaruh Citra Merek Dan Kualitas Produk Terhadap Keputusan Pembelian Air Conditioner Merek Daikin Pada Cv. Budha Teknik Ubud. Jurnal Manajemen Dan Bisnis, 5(2), 305–314. https://doi.org/10.23887/pjmb.v5i2.63646

Wang, X., Li, H., Wang, Q., & Noble, A. (2023). Consumers’ Concerns Regarding Product Quality: Evidence From Chinese Online Reviews. SAGE Open, 13(1). https://doi.org/10.1177/21582440231156897

Widiana, I. G. A., & Telagawathi, N. L. W. S. (2024). Pengaruh Citra Merek Dan Kualitas Produk Terhadap Keputusan Pembelian Konsumen Pada Mixue Di Kintamani. Jurnal Manajemen Perhotelan Dan Pariwisata, 7(2), 24–33. https://doi.org/10.23887/jmpp.v7i2.78216

Widiastini, N. M. A., Arsa, I. K. S., Syah, A. M., & Hajarrahmah, D. (2023). How do Micro, Small, and Medium Enterprises (MSMEs) in Bali Survive The Pandemic? A Qualitative Study In Buleleng, Tabanan, Gianyar, and Denpasar. International Journal of Professional Business Review, 8(3), 1–24. https://doi.org/10.26668/businessreview/2023.v8i3.829

Wirata, I. N., Citrawati, L. P., Kusumarini, I., & Paramita, R. (2024). Pelatihan Pengelolaan UMKM dalam Penyelenggaraan Event di Desa Panji , Bali. 5(2008), 153–161. https://doi.org/10.34013/mp.v5i2.1608

DOI: https://doi.org/10.18860/mec-j.v10i1.36863

Refbacks

There are currently no refbacks.

Editorial Office:
Faculty of Economics,
State Islamic University of Maulana Malik Ibrahim Malang
Gajayana Street 50, Malang-East Java, Indonesia 65144
Phone (+62) 341 558881, Facsimile (+62) 341 558881
e-mail: mecjournal@uin-malang.ac.id

P-ISSN 2599-3402
E-ISSN 2598-9537